Asda prides itself on being the cheapest store across the basket but analysis of 10 popular fresh produce items shows it is Yorkshire rivals Morrisons which is making a clear price statement.
In the last week Morrisons chief executive Dalton Philips has stated his intention to compete with the discounters and offer major price cuts on a number of everyday items, and new figures from ProduceView suggest that is already starting to happen.
Morrisons is cheapest or joint-cheapest on nine of the 10 lines in this week’s basket, with Asda only cheapest or joint-cheapest on five. Tesco is cheapest or joint-cheapest on seven lines and Sainsbury’s one.
Morrisons has undercut Asda’s £2.30/kg broccoli price by 1p after a steep 61p reduction in the last week.
It is also outright cheapest for 400g of strawberries at £1.69, where it is 31p cheaper than all other stores.
The Bradford-based supermarket is joint-cheapest on Conference pears and Gala apples (£1.95), lemons (30p), Maris Piper potatoes (£2.25), mixed peppers (99p), spring onions (49p) and a kilo of tomatoes (99p).
The only product where Morrisons does not have the lowest price this week is plums, where its price of £5.99 is £2 more expensive than cheapest store Tesco.
Suppliers will now be watching carefully to see whether Morrisons’ discounting is just a phase or a long-term strategy.
Click on the galley image (right) to view the full basket.
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Courgettes are a versatile vegetable that suit a wide variety of dishes.
Tesco has three for £1, which represents a 90p saving this week.
At Sainsbury’s 500g is £1.90, with two packs available for £3.
Asda, meanwhile, has 160g of baby courgettes for £1.35, or two for £2.
The data on this page is provided by ProduceView. Visitwww.produceview.co.uk, call 01507 353796 or email info@produceview.co.uk for more information.
